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Workshop Ngo Feb 13


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Workshop Ngo Feb 13

  1. Social Media WorkshopNasscom Foundation<br />Beth Kanter, Beth’s BlogFeb. 2010<br />
  2. Teaching and Learning<br />Photo by Steve Goodman<br />
  3. Engaging<br />Content in<br />many places<br />network<br />Sharing<br />Conversations<br />Crowdsourcing<br />Fundraising<br />Learning and content creation<br />Beth’s Blog<br />
  4.<br />
  5. @nasscomfdn<br />
  6. Agenda<br />Introduction and Translation<br />10:30-11:30<br />Principles of Social Media Strategy11:30-12:30<br />Small Group Work: Social Media Game12:30-1:15<br />Report Out1:15-1:45Closing Circle Reflection1:45-2:00<br />
  7. Introductions<br />Name, Organization<br />What do you want to learn about social media?<br />
  8. PersonalUse<br />Stand up, Sit Down<br />
  9. Human Spectragram: Agree or disagree with:<br />Social media is a waste of timeUsing social media can make our CSR Initiative more successful<br />
  10. The Principles of Effective Social Media Strategy<br />
  11. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engagement<br />Listen<br />Social Media Strategy Blocks<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />
  12. Social Content<br />acticaches<br />Social Media: Tactics and Tools<br />Community Building & Social Networking<br />GenerateBuzz<br />Listen<br />Engagement<br /> 10hr<br /> 15hr<br /> 20hr<br />Support Overall Communications and Internet StrategySupports Offline Action , Change of Behavior, or Impact Outcome<br />Less Time<br />More time<br />
  13. 1. Links to Communications Strategy or Theory of Change<br />
  14. Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
  15. Share something that you have thought about
  16. Share something that really resonated</li></li></ul><li>2. Listen First, Engage Second<br />
  17. Source: Communications Network Listening Presentation OSI Foundation<br />
  18. Engaging in the Conversation Strategically<br />
  19. “It is important to connect with people based on their interests (I will sometimes search twitter for &quot;kids outside&quot; and then compliment them on giving their kids a green hour!) ”<br />Danielle Brigida<br />
  20. 4. Builds Relationships with Influencers<br />
  21. Identifying Influencers Influencers <br />  # followers   # unique references   Frequency RT you  Frequency RT others   Relative frequency updates<br />
  22. Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
  23. Share something that you have thought about
  24. Share something that really resonated</li></li></ul><li>Web Site Content<br />
  25. Social Media Outposts<br />
  26. Curated Social Content<br />
  27. 5. Leverage A Networked Effect<br />
  28. Share Pairs …<br /><ul><li>Share with a neighbor something you heard that was completely new to you
  29. Share something that you have thought about
  30. Share something that really resonated</li></li></ul><li>6. Allocate staff time, have expertise to implement strategy<br />
  31. Well, maybe not dead<br />7. Pick the right metrics to understand what is and what isn’t working<br />
  32. Engagement: for Click Thrus<br />
  33. 8. Assess Organizational Culture <br />Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Fear of failure <br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more <br />
  34. Social media policy template<br /><ul><li> Encouragement and support
  35. Why policy is needed
  36. Cases when it will be used, distributed
  37. Oversight, notifications, and legal implications
  38. Guidelines
  39. Identity and transparency
  40. Responsibility
  41. Confidentiality
  42. Judgment and common sense
  43. Best practices
  44. Tone
  45. Expertise
  46. Respect
  47. Quality
  48. Additional resources
  49. Training
  50. Press referrals
  51. Escalation
  52. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
  53. Scale<br />
  54. Creating A Safe Place<br />Identify worst case scenarios<br />Develop contingency plans<br />Prepare for the failures<br />
  55. Small Group Work<br />
  56. Ready to play the Social Media<br />Game? <br />Source: - Blogpoly<br />
  57. David Wilcox<br /><br />
  58. Photo by Preetam Rai<br />
  59. Rules …<br /><ul><li> Value of the exercise is the discussion and how you navigate through choices
  60. Don’t get hung up if you don’t have enough context. Make it up!
  61. There are no right or wrong answers
  62. Instructions on paper and knowledge in the cards and other people at table</li></li></ul><li>Table Check<br />Leader<br />Communications<br />Technology<br />
  63. Objective<br />Each scenario has an objective that you can identify and sharpen … but don’t get stuck<br />Photo by wili/<br />
  64. Audience<br /><ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group?
  65. What do they know or believe about your organization or issue? What will resonate with them?</li></li></ul><li>Social Graphics ….<br />
  66. Community Building & Social Networking<br />GenerateBuzz<br />Social Content<br />Engage<br />Listen<br />3. Review Strategy Blocks<br />
  67. 4. Pick Your Tools: You Only Get Ten Points!<br />
  68. Refine Objective<br /> Identify Audience<br /> Review the Strategy Approaches<br /> Pick Tools<br /> Reports <br /> Reflection<br />
  69. Reports<br /><ul><li>Summarize strategy decisions
  70. Summarize discussions</li></li></ul><li>Closing Circle<br />What is the first step you will take?<br />
  71. Thank You! <br />Beth’s Blog<br />